Tourism on rise in Florida

May 16, 2008|By Doreen Hemlock Staff Writer

The U.S. economy may be sagging, but tourism is growing in the Sunshine State.

In the first quarter, about 23.8 million people visited Florida, up 3.4 percent from the January-through-March period last year. That includes about 931,000 travelers from overseas, up 2 percent, according to preliminary data released Thursday by Visit Florida, the state's tourism marketing group.

Florida residents also took 1.2 million leisure trips within the state during the quarter, up 10.5 percent from a year ago.

"This news speaks to the powerful combination of Florida's status as premier destination and a strong marketing effort in the face of ever-increasing competition," Gov. Charlie Crist said in a statement.

How much tourists spent here is not yet known, because March numbers for taxable sales haven't been tallied, Visit Florida said.

The tourism growth was not evenly spread in South Florida, however.

Broward and Miami-Dade counties had more visitors during the first quarter, while Palm Beach County had less compared with the first three months of 2007.

Hotel bed tax collections in Broward County rose to $5.25 million, up nearly 4 percent from a year ago, reflecting a bigger room inventory. New hotels, including upscale resorts, have opened on Fort Lauderdale beach and nearby areas in the past year.

Broward's lodging occupancy rates dropped about 1 percentage point to 80 percent. The average overnight room rate slipped 1 percent to $159.57 a night, compared with last year's quarter that included heavy spending by Super Bowl attendees, the Visitors Bureau said.

Palm Beach County reported about 20,000 fewer hotel room nights sold during the quarter. But the average room rate rose nearly 14 percent to an average $232.14 per night. Occupancy fell almost 2 percentage points to 79 percent for the quarter, the Tourist Development Council said.

Looking ahead, there's uncertainty for the tourism industry, as the housing crunch drags on and gasoline prices stay at record levels.

Some hotels are offering "gas credits" to lure summer travelers.

The 998-room Westin Diplomat Resort & Spa in Hollywood will take $100 off hotel tabs for three-night stays and up to $200 off for five-night stays this summer as a way to say "t'anks for staying."

INFORMATIONAL BOX:

23.8

million

Visitors to Florida in the first quarter of this year.

+3.4%

Increase from the same period last year.

1.2

million

Florida residents taking leisure trips inside the state during the first quarter.